Table 1.
Descriptive statistics of studies 1–3 across ad sets
| Condition | Reach | Clicks | CTR | Conv | CR | CPConv | ROI |
| Study 1 | |||||||
| Introverted ads congruent | 762,197 | 2,637 | 0.35% | 121 | 0.016% | £7.80 | 409% |
| Introverted ads incongruent | 791,270 | 2,426 | 0.31% | 90 | 0.011% | £10.41 | 300% |
| Extroverted ads congruent | 814,308 | 2,573 | 0.32% | 117 | 0.014% | £8.32 | 410% |
| Extroverted ads incongruent | 762,218 | 2,710 | 0.36% | 62 | 0.008% | £15.93 | 219% |
| Total | 3,129,993 | 10,346 | 0.33% | 390 | 0.012% | £9.85 | 334% |
| Study 2 | |||||||
| High-openness ad congruent | 29,277 | 427 | 1.45% | 140 | 0.48% | $2.29 | — |
| High-openness ad incongruent | 8,926 | 112 | 1.25% | 37 | 0.41% | $2.71 | — |
| Low-openness ad congruent | 18,210 | 296 | 1.62% | 174 | 0.96% | $1.38 | — |
| Low-openness ad incongruent | 27,763 | 295 | 1.06% | 149 | 0.53% | $1.76 | — |
| Total | 84,176 | 1,130 | 1.34% | 500 | 0.59% | $1.85 | — |
| Study 3 | |||||||
| Standard copy | 324,770 | 1,830 | 0.56% | 1,053 | 0.32% | $3.21 | — |
| Personality-tailored copy | 209,480 | 1,537 | 0.73% | 784 | 0.37% | $2.91 | — |
| Total | 534,250 | 3,367 | 0.63% | 1,837 | 0.34% | $3.10 | — |
CPConv = cost per conversion, CR = conversion rate (installs/reach × 100), CTR = click-through rate (clicks/reach × 100), ROI = return on Investment (profits/spending × 100).